On November 6 at the Yale School of Management, a conference is being held on “Finding the Upside in the Downturn: The Changing Role of Marketing”.
The conference will feature keynote speeches from Michael Polk, President, Unilever Americas; John Hayes, Chief Marketing Officer, American Express Company; Rishad Tobaccowala, CEO, Denuo, Publicis Groupe; Steven Sturm, Group Vice President, Toyota Motor North America, Inc. The topics they will explore include how their companies are rethinking their marketing, innovation, pricing, product, and communications strategies; their use of new media and new technologies; changes in media consumption and brand building tools; and consumer behavior challenges and opportunities in both developed and developing countries.
Watch this space for an update after the conference.
Brian Lenhart at the Columbia Business School recently posted about Driving Results with Social Media. Brian argues that we need to understand what Social Media is all about and defines it as a constantly flowing communications channel. He gives the following tips to stay ahead of it:
1) Launch, Track, Learn, Evolve, Rebuild
Don’t skimp on reporting. Everything in the online space is trackable — so track it. Launch initiatives quickly and then use the information and results that are gathered to learn and continue to evolve your platforms. Some of my greatest insights and strategic program adjustments have come by really diving into the numbers.
2) Leadership Support and Empowerment
The success of social media programs can be influenced by the degree of leadership support and decentralized decision-making inherent in the process. To me, leadership support means two things: 1) empowering employees and 2) encouraging new ideas by involving social media gurus.
3) Form Progressive Partnerships
At its heart, social media is about people and relationships. You can say this applies for anything in marketing, but I believe it is especially true for social media.
Monitor Consulting recently published on StrategicOxygen.com on the importance of awareness of where your organization currently exists. That progression is dependent on awareness.
Similar to Monitor Consulting, we too provide organizational assessments and have have seen vast misalingment, but also a lack of metrics to even build an understanding of current performance.
This is a picture from the blog entry on managing performance, how can it be applied to your current campaigns?
The article asks the following questions:
- What are the likely pain points for next year?
- Where are the pain points you still need to solve?
- What experiments must we force to happen?
- What skills do we need to enhance?
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